1. Powerful & Effective Marketing for HVAC Contractors
…the kind that helps you hit your mark!
2. A Day in the Life…
• We know your days are BUSY!
• When you race the clock every day…how
much time do you really have to spend on
marketing?
• Challenge: set a goal to devote some time
every day / every week for marketing
3. Thought You Might Like to Know…
• Most effective emotion to create when
building a marketing message is…
CURIOSITY
4. Thought You Might Like to Know…
• Toll-free numbers are more effective than
local numbers
• Vanity number are the best (*remember to
include digits along with letters though!)
5. Before you start…
Things to consider:
– What is my goal?
– What are my resources?
– How will I track results?
8. Customer Referral Program
• Referrals are the #1 way to attract new
customers
• 90% of consumers trust peer
recommendations (only 14% trust ads)
• Two elements for a successful program:
1. Build an arsenal of testimonials
2. Make it easy for them to refer your biz
• Consider incentives
• Create an easy to use form
9. Customer Referral Program
• Why?
– Better leads
– Referred customers are less price sensitive
• When?
– Not when presenting the bill
– Timing is important and will vary
• Do not ask if they haven’t had a chance to
experience your services
• Not everyone is a referral candidate
10. Customer Referral Program
• How?
– Consider incentives for BOTH the customer
making the referral and the new customer
– Consider greater rewards for a higher number
of referrals
– An example:
• “Hey Bill, thanks again. By any chance, do you
know anyone who could benefit from my
services?”
11. Customer Referral Program
• How?
– “Hey John, you work at ABC Company, right? Do you
know anyone at your company that might benefit from
my services? Maybe a new homeowner who needs a
heating or cooling system?”
– Give them a frame of reference
– Tell them what kind of customer would
be good for you
12. Customer Referral Program
• How?
– Mary is thanking you for your service and raving
about what a nice job you did…and your techs were
SO clean while they worked…this is your cue!
– “Thanks Mary! I really appreciate it. We work hard to
keep our customers happy and keep their homes
clean. I have heard some real horror stories out there.
Hey, if you know anyone having a rough time finding
good quality service and clean workers, please feel
free to have them call us.”
14. Maintenance Agreements
• Next to the added revenue they create, the
biggest reason to offer maintenance
agreements is to build loyal customers
• Can reduce the impact of slow times
• Steady work keeps your technicians “sharp”
15. Maintenance Agreements
A few tips:
• WHAT: Offer aggressive tune-up specials
• WHEN: about 3 weeks prior to your lowest
call traffic days during the off season
• 1 in 24 will need an equipment quote!!!
• At the conclusion of the tune-up…offer M.A.
(correctly) and close the deal – “2-step
method” which is 600% x’s more effective
16. Maintenance Agreements
Assuming:
Anyone like math?
• There are 5 busy months each year
• You can sell 1 M.A. per week during “busy
months”
• Average M.A. is $175
You can generate an extra $3500 in one year
18. Commercial for “online”
• If you are not building and monitoring your
online presence…you are missing out!
• 90% of consumers use
the Internet to locate and
research contractors
• What is the Internet saying
about YOU?
20. Commercial for “online”
• You will not make money with
social media tools!!!!
• You build relationships and
credibility…and THAT will make you
money!!!!!!
21. Cool Tools
• Google Keyword External Tool
• Google index
site://http://www.2-jsupply.com
• Multiple Datacenter Rank Check Tool
http://www.seologs.com/dc-rank-check.html
• Google Alerts
23. Google Places
• Free! Free! Free!
• Easy!
• Business listing…and so much more!
– Offer promotions + coupons
– Photos of technicians and vans/trucks
– Link it to other sites
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30. • Be sure to verify your account
– Phone call, or
– postcard
33. YouTube
• Free! Free! Free!
• Easy!
• YouTube is the 2nd largest search engine in
the world (Google is #1)!
• It is not just for posting funny videos
– Make a name for your business on YouTube
– HVAC tips for homeowners
34. YouTube
Still not convinced?
• Over 3 billion videos
are viewed daily
• More than 50 percent of videos on
YouTube have been rated or include
comments from the community
35. YouTube
Still need more?
• Rising through the ranks. Google owns YouTube, there’s
the added benefit that a video on YouTube automatically
goes into Google’s search engine. Videos tend to
catapult to the head of the line. It’s a great way to
increase your site visibility in the rankings.
• Spare your own site the bandwidth drain of streaming
video.
36. YouTube
• Make sure your videos direct visitors to your site. Tens of
thousands of viewers watching your videos sounds great,
unless they have no direction to find your business
afterwards
• The base age demographic for YouTube is 18-54.
38. Facebook
• Free! Free! Free!
• Easy!
• If FB were a country, it would be the 3rd
largest in the world!
• FB tops Google in weekly online traffic in
the U.S.
• 500 million unique users in one day
39. Facebook
• Over 1 million new users
weekly
• More than 1/3 are outside of college
• Fastest growing demographic is 55-65
year old females
• Avg. user has approx. 120 friends
40. Facebook
• 3 out of 5 divorces are
blamed on Facebook
• Be patient! Sales cycle is about 3xs longer
on FB because it is a tool for building a
relationship
• Ranked as #1 most beneficial social media
site by small biz owners
• Why do you want
41. Facebook
Things to consider when
posting:
• Use keywords that are relevant to your
business – they are searchable by Google
• Give your fans a reason to “Like” you
• 80% of social media users are looking for
“freebies” or discounts
• 70% want you to solve their problems
45. QR Codes
• Free! Free! Free!
• Easy!
• Create them online- Goqr.me
• Easy Tracking
• Link to exclusive offers or send more traffic to
your other websites
46. QR Codes
• You have a QR code…now what?
• On your business card
• On your company vehicles/shirts
• Door hangers
• Mailers- track the success of your ad
• Signs
